For its Autumn/Winter 2025 campaign, Tokyo-based menswear label Niceness has partnered with renowned photographer Piczo to create a series of visuals set against the quiet majesty of California’s Mojave Desert. Known for his work with top fashion magazines, Piczo brings a contemplative lens to the project, finding poetry in the interplay between light, texture, and stillness.

Titled Contours of Stillness, the campaign draws inspiration from the stark solitude of the desert—rounded stones sculpted by time, jagged mountain ridges at dawn, and trees rising defiantly from dry earth. Free from the noise of the city, the landscape becomes a space for reflection and quiet vitality.

The desert also holds a deeper symbolism. Once a final refuge for artists, poets, and wanderers escaping urban life, it offered a silence where many confronted their inner selves. That same silence echoes through the campaign: clothing and scenery are not staged to perform, but simply to be—quiet presences in a vast landscape.

During an October 2024 trip to Los Angeles to shoot their SS25 visuals, the Niceness team found themselves immersed in the sounds and sights of Hollywood. But as work on the AW25 collection began, designer Sho Uchida took a solitary drive into the Mojave, seeking contrast. What he found was a reminder of slowness, and of looking inward. This energy would shape the tone and mood of the campaign.

Piczo’s photographs quietly capture those liminal moments—where air, light, and fabric intersect, and garments become a subtle extension of their environment. In an era that prizes speed and spectacle, Contours of Stillness invites us to pause and rediscover the generative power of stillness.

The campaign was creatively directed and photographed by Piczo, with art direction by Kenji Ishiki of Vowel Inc., styling by the Niceness team, and production also by Vowel Inc. The full visual story is now available on the official Niceness website.